If Carlsberg did anti-speeding campaigns, they’d probably be a bit like this one from Western Australia.
Forget the tired old shock tactics of yesteryear. Instead of trying to browbeat or terrify people into driving more slowly by bombarding them with gory images of mangled corpses, bashed up cars and severed limbs, the Enjoy the Ride campaign puts the stress on all the benefits that flow from following the speed limit.
Fewer accidents, to be sure, but also: Less money spent on fuel. Fewer toxic emissions into the environment. A calmness that allows you to take in the scenery, listen to music or talk radio, chat to your passengers or just let your mind wander (not too much, obviously.) Your car becomes a Zen refuge rather than a torpedo of road rage.
In other words, Enjoy the Ride embeds the old discussion about speeding in a broader conversation about why slowing down can pay handsome benefits in every walk of life.
I helped to front the campaign. Here is the ad that screened on Australian TV and went on to win awards.